Brandwave

Movement vs Touchstone Climbing:Which is more popular?

In September 2026, Touchstone Climbing had more branded searches than Movement among climbing gyms in the United States. Touchstone Climbing had about 5,400 branded searches, while Movement had 2,400. Touchstone Climbing made up 6.7% of all climbing gym searches we track, and Movement accounted for 3%. When we asked ChatGPT and Google AI Overviews about climbing gyms, Movement appeared in one of the three answers and Touchstone Climbing in none.

Among climbing gyms in the United States in September 2026

Who do people search for more?

Touchstone Climbing, about 2 searches for every 1 for Movement

Touchstone Climbing 5.4K searchesMovement 2.4K searches

Who does AI mention more?

Movement, mentioned in 1 of 3 answers, Touchstone Climbing in 0

Movement in 1 of 3Touchstone Climbing in 0 of 3

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Top climbing gyms in ChatGPT and Google AI Overviews

In three ChatGPT questions, Movement was mentioned in one out of three: in one of the three ChatGPT answers. Touchstone Climbing did not appear in any of the three answers.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

See every answer about climbing gyms

3 answers

  • Asked ChatGPT

    “What's the best climbing gym chain in the US?”

    1. 1Movement
    2. 2Bouldering Project
    3. 3Central Rock Gym

  • Asked ChatGPT

    “Which bouldering gym is best for beginners?”

    1. Asked ChatGPT

      “What are the best rock climbing gyms near me?”

      1. Searched Google, AI Overview

        “climbing gym”

        Google showed no AI Overview for this search.

      2. Searched Google, AI Overview

        “rock climbing gym near me”

        Google showed no AI Overview for this search.

      Not named in any answer:

      Brands are shown in the order each answer named them. The survey took place in United States on October 23, 2026.

      Is Movement or Touchstone Climbing more popular in search?

      This chart shows how often people search Google for Movement and Touchstone Climbing by name. Each line represents a brand's share of searches for all seven climbing gyms we track, month by month, from searches in United States.

      Movement and Touchstone Climbing among climbing gyms in the United States, by month

      Share of searches by month for Touchstone Climbing, Movement. The figures are in the table below the chart.

      View monthly share of searches table
      MonthCentral Rock GymBouldering ProjectMesa RimVertical EndeavorsTouchstone ClimbingBrooklyn BouldersMovement
      Oct 202569%9.3%6.2%7.6%2.8%3.4%1.8%
      Nov 202572.1%7.9%5.3%7.9%2.4%2.9%1.6%
      Dec 202571.2%7.8%6.4%7.8%2.3%2.8%1.6%
      Jan 202667.6%9.1%6.1%9.1%3.3%3.3%1.5%
      Feb 202671.5%7.8%6.4%7.8%2.3%2.9%1.3%
      Mar 202641.8%18.8%12.5%15.3%4.6%4.6%2.5%
      Apr 202631.8%21.2%17.4%17.4%5.2%4.2%2.8%
      May 202633.3%22.3%14.9%14.9%6.6%4.4%3.6%
      Jun 202632.3%21.5%14.4%17.6%6.4%4.3%3.5%
      Jul 202632.3%21.5%14.4%17.6%6.4%4.3%3.5%
      Aug 202631.3%20.9%17.1%17.1%6.2%4.2%3.3%
      Sep 202633.8%22.6%15.1%15.1%6.7%3.6%3%

      How has the Movement and Touchstone Climbing comparison changed over the last 12 months?

      3 findings

      How did search popularity change for United States climbing gyms in September 2026?

      2 changes

      1. In September 2026, Touchstone Climbing gained share of searches among climbing gyms in the United States, from 6.2% to 6.7%.

      2. Estimated monthly branded searches for Movement in the United States fell 33.3% over 12 measured months, from 3.6K to 2.4K in September 2026.

      How are branded searches counted?

      2 search terms

      Brandwave collects information about searches that people make online using Movement’s and Touchstone Climbing’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

      Movement

      1 branded search term

      • movement climbing

      Touchstone Climbing

      1 branded search term

      • touchstone climbing

      How the Brand Demand Index is measured

      Other head-to-heads among climbing gyms

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